Methods and systems for bidding and acquiring advertisement impressions
Inactive Publication Date: 2013-03-28
DENNOO
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[0043]In the drawings, the same reference numbers and any acronyms identify elements or acts with the same or similar structure or functionality for ease of understanding and convenience. To easily identify the discussion of any p
Problems solved by technology
There exists a problem that the user or users' attention towards advertisements will not sustain for long period if the advertisement is uninteresting or irrelevant to them.
In other words, if the advertisement is uninteresting to the user, the user will only watch a few seconds of the advertisement, or none of it in the worst case.
This is a wasted advertising opportunity for the publisher of the page, loss in efficiency or efficacy of the advertising for the advertiser, and overall loss in realizable revenue for both the advertiser and the publisher.
A low CTR would mean that when selling direct response advertisements, useless advertisements that do
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of GRP
[0305]GRP (gross rating point) is the measure of effectiveness employed mainly for TV advertising and takes into consideration the frequency of the ad being broadcasted and the reach of the delivery. It is defined by the following formula:
GRP=100×rR×f.(39)
[0306]where, R is the total number of latent targets for the ad, r is the realized number of viewers who are targets, and f is the frequency of the delivery. As the ad platform can measure how long each user viewed the ad, the ad platform can include the notion of viewable time into GRP and calculate it for web content c in the following way:
GRP=100×∑u∈Uc(∑v∈Vur(tv))Rc(40)
[0307]where Rc is the number of latent targets for content c, Vu is the set consisting of time of deliveries of content c to user u, tv is the length of engagement (viewable time) when user u is enjoying content c in opportunity v, and r(t) is the (normalized) effect of the content when it is viewed until time t. Here, 0<=r(t)<=1. An example of a system to c...
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Abstract
A cost-per-second (CPS) based technology for Internet advertising is introduced. In one embodiment, the systems and methods described herein improve efficiency and efficacy of Internet based advertisements. Efficiency is improved by making advertisements relevant to the user; decreasing loss or waste in advertisement space and opportunity for the publisher; and displaying advertisements only for an appropriate duration and being charged according to actual duration for the advertiser. In embodiments, the cost for a certain branding effect can be measured and used with higher accuracy. In embodiments where multiple advertisements are shown simultaneously or at various timings, the technology introduced here provides unique bidding models to allow an advertiser to bid for advertising space, of an advertisement display. The bidding models incorporate bidding based on CPS, a function of CPS and cost-per-click, effective CPS, etc. Conversion models for comparing advertising schema using traditional and newly introduced models are also disclosed.
Description
CLAIM OF PRIORITY[0001]This application claims the benefit of Japanese Patent Application No. 2011-197718, filed Sep. 9, 2011; U.S. Provisional Application Ser. Nos. 61 / 540,164, filed Sep. 28, 2011; 61 / 568,594, filed Dec. 8, 2011; 61 / 600,380, filed Feb. 17, 2012; 61 / 615,834, filed Mar. 26, 2012; and 61 / 635,819, filed Apr. 19, 2012, and is a Continuation-in-Part of U.S. patent application Ser. No. 13 / 324,325 filed on Dec. 13, 2011; U.S. patent application Ser. No. 13 / 477,981 filed on May 22, 2012; U.S. patent application Ser. No. 13 / 478,020 filed on May 22, 2012; U.S. patent application Ser. No. 13 / 540,528 filed on Jul. 2, 2012; U.S. patent application Ser. No. 13 / 540,538 filed on Jul. 2, 2012; U.S. patent application Ser. No. 13 / 570,831 filed on Aug. 9, 2012; and U.S. patent application Ser. No. 13 / 605,915 filed on Sep. 6, 2012, and is related to co-pending U.S. Provisional Application No. 61 / 699,143 filed on Sep. 10, 2012, all of which are incorporated herein by reference for all p...
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